Please tell us about how the work challenged / was different from the brands competitors

When most men's grooming brands use film stars and sportsmen to advertise during the festive and wedding season, Wild Stone, a relatively new Indian brand entering this sea of sameness, saw beyond popular male celebrities and chose to groom the neglected statues of India's most loved and respected national heroes to break clutter. The brand's outlier step, and using statues as a medium makes this work one of its kind in its category.